Features

Message to success? Tough new battleground opens up in counterfeiting war

By Daniel Bennett

Messaging apps have overtaken social networks in total user numbers and many are now embedding payment methods on their platforms, creating yet another challenge for brand owners

According to the International Chamber of Commerce, brand infringement is a trillion-dollar business, generating twice the annual revenues of the arms and narcotics trades combined. Because counterfeiters adapt to changing enforcement strategies and are constantly finding new ways to attract customers, it is also a rapidly evolving industry. One emerging trend which needs to be monitored closely is the transformation of mobile messaging apps into marketplaces – and the opportunity this presents not only to legitimate businesses, but also to anyone wanting to profit from somebody else’s hard-won reputation.

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Issue 71